# How Coca-Cola FEMSA Drives Sustained Retail Growth with AI Personalization Learn how Coca-Cola FEMSA uses AI and Amplitude to scale hyperpersonalized retailer engagement, drive sustained revenue growth, and build data confidence. Source: https://amplitude.com/en-us/case-studies/coca-cola-femsa --- # How Coca-Cola FEMSA Drives Sustained Retail Growth with AI Personalization ProductsAmplitude Analytics SizeEnterprise IndustriesEcommerce RegionsLatin America +100K personalized AI messages measured weekly +8% engagement observed Scaled to +690K retailers in LATAM **Insights/Action/Outcome: **Coca-Cola FEMSA set out to replace generic retailer campaigns with true one-to-one hyperpersonalization across Latin America, while proving that individualized messaging could drive sustained revenue impact at scale. By combining AI-driven product recommendations, gen AI-powered messaging, and [a unified analytics foundation built on Amplitude](https://amplitude.com/ai-analytics-platform), the company scaled from a 2,500-retailer pilot to 690,000 retailers in Mexico, achieved an 11% click-through rate on gen AI campaigns, and demonstrated sustained revenue growth through cohort analysis, turning internal skepticism into data-backed confidence. ## From mass communication to hyperpersonalized growth Serving hundreds of thousands of small retailers across 7 LATAM markets such as Mexico, Brazil, Guatemala, and Colombia, [Coca-Cola FEMSA](https://coca-colafemsa.com/en/) operates in an environment defined by diversity of customer behavior, purchasing power, and local realities. Historically, retailer communication relied on broad, static campaigns designed to reach everyone at once. While effective for scale, this approach limited the company’s ability to influence long-term purchasing behavior or expand product portfolios at the individual outlet level. The opportunity was clear: retailers responded differently to products, promotions, and messaging. Personalization could unlock meaningful growth. The challenge was delivering that level of relevance every week, for every retailer, without losing operational control or trust in the results. ## Turning AI ambition into a measurable system Coca-Cola FEMSA’s new approach centered on weekly, AI-driven product recommendations tailored to each retailer. A machine-learning engine generated suggestions focused on products the retailer had never purchased before, drawing on patterns from similar outlets, nearby “neighborhood” behavior, and priority portfolio items the business aimed to grow. Those recommendations were transformed into personalized in-app messages using gen AI, adapting tone, visuals, and calls to action to each retailer’s profile. These were delivered through a customer engagement platform. In practice, this meant hundreds of thousands of retailers received a unique message every week, in a way that felt relevant, not automated. What made this ambition operationally viable was measurement. With Amplitude serving as the central analytics and tagging platform, Coca-Cola FEMSA unified behavioral data across its Juntos+, campaign interactions, and downstream purchase activity. Custom attribution logic built in Databricks grouped actions into session-based purchase journeys, allowing teams to connect personalized messages to conversion and revenue behavior clearly. ## Proving impact and shifting internal belief Early on, skepticism (particularly among operations teams in Mexico and Brazil) posed a real barrier. The idea of a different message for every retailer, every week, seemed like it could deliver consistent business value, but it felt risky. The data changed that perception. Using Amplitude, Coca-Cola FEMSA saw that their gen AI-powered in-app campaigns achieved an 11% click-through rate, about eight percentage points higher than comparable non-gen AI experiences. More importantly, Amplitude [cohort analysis](https://amplitude.com/blog/churn-rate-cohort-analysis) revealed that once retailers engaged with AI-driven recommendations, their revenue trajectory increased and remained higher in the weeks that followed. This sustained lift signaled durable behavior change, not a one-time promotional effect, and showed clear expansion of priority portfolio adoption among retailers. As results became visible week after week, confidence grew. So did scale. ## Scaling across markets with the right partners What began as a pilot with 2,500 retailers in Mexico in December 2024 expanded rapidly to reach 690,000 retailers in the same market, with similar rollouts progressing in Brazil. Despite differences in leadership styles, team structures, and local market dynamics, Coca-Cola FEMSA's teams were able to consistently measure performance across regions thanks to shared analytics taxonomy and standardized dashboards. Enablement played a critical role in sustaining this momentum. With support from [Minders](https://www.productminds.io/) and [the Amplitude team](https://amplitude.com/services), Coca-Cola FEMSA invested in training, adoption tracking, and business-facing dashboards. Monthly newsletters translated complex attribution models into clear narratives around active users, orders, promotions, and AI-driven campaign impact, helping teams move from observation to action. The organizational shift was measurable. Over one year, 180 new Amplitude users were added, with around 80 monthly active users. Notably, 63% of weekly active users engaged with the platform two or more days per week, nearly double the global enterprise benchmark. This signaled that analytics had become a daily operational tool rather than a specialized function. ## A new operating model for retailer engagement For Coca-Cola FEMSA, the initiative has delivered more than improved campaign performance. It established a new way of working, one where personalization is scaled responsibly, impact is measured consistently, and decisions are guided by trusted data rather than intuition. Analyses that once required a week of analyst effort can now be completed in minutes, enabling faster iteration and freeing teams to focus on higher-value initiatives. With plans to expand hyperpersonalized recommendations to additional markets, refine messaging through ongoing [experimentation](https://amplitude.com/amplitude-experiment), and launch new AI-driven use cases on the same measurement foundation, Coca-Cola FEMSA is building toward long-term, sustainable growth. By anchoring AI-powered creativity in unified analytics and strong local partnerships, Coca-Cola FEMSA has transformed how it understands and influences retailer behavior one personalized message at a time. #### Bring clarity and speed to your company like Coca-Cola FEMSA. Book your personalized demo below and get started today! 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